The New Consumer Zeitgeist: Who Wins? Anyone?

Retail micro-trends- they’re everywhere. And yet, what does a content cycle of this speed and volume get us?

Retail micro-trends- they’re everywhere. One day it’s “Coastal Grandmother,” and the next it’s “Dark Academia.” If you don’t know what those are, don’t worry, neither do I. Apparently I am too old for TikTok—but, as marketers, we’re still invited to the party. That’s kind of the point.

These trends cast an oddly wide net, uniting TikTok teens, nostalgic millennials, and even Diane Keaton devotees in one aesthetic fever dream. And according to one oft-cited stat (thanks Line Sheet!) the gross merchandise value of product sold on TikTok Shop is set to reach $50 billion this year.

But here’s the real question: as my lawyer father-in-law/ultimate Scrabble champ would say, qui bono*? Who benefits from this constant churn of content-driven trends?

Spoiler alert: it’s not the consumer.

Anyone can DO a micro trend

At first glance, these trends seem democratic. A teen in Gen Z gets to channel their favorite Netflix protagonist while a 50-something decides that linen pants and chunky knits are the moment. It feels like everyone wins. But the truth is, the brands that benefit are the ones savvy enough to realize that a trend isn’t just a vibe—it’s a shortcut to segmentation. A single trend can pull together wildly different demographics, making the merch assortment look suddenly universal. Everyone gets what they want, but it’s the brands that truly understand each segment who cash in.

Take “Coastal Grandmother,” for example. On one end, you’ve got teens romanticizing a fictional version of Nantucket summers they’ve never experienced. On the other, you’ve got midlife professionals ready to lean fully into their “clean girl” eras with breezy white button-downs. The trick is that both groups are buying the same core merch—think cable knits, wide-brimmed hats, and white sneakers—but what drives them there couldn’t be more different. For one, it’s escapism; for the other, it’s lifestyle aspiration.

Obviously, it’s AI that’s DOING it

This is where content and AI come in. The brands that will truly capitalize on these trends aren’t just sitting back and letting TikTok do the work. They’re using AI to spin up visual storytelling that speaks directly to each audience. The same cable knit sweater becomes two entirely different pieces: a “cozy fireside essential” for the Gen Z kid who just watched Knives Out 2, and a “must-have for chic coastal living” for the millennial who is one Peloton ride away from booking a Cape Cod Airbnb.

If you’re nailing this as a brand, it’s because you do, in fact, know who your brand is for. The brands that win at this game aren’t bending over backward to create two separate identities for two different audiences. Instead, they’re maintaining a strong, unified brand voice while flexing just enough to let each demo see themselves reflected in the story. The merch doesn’t change. The identity doesn’t change. But the narrative shifts to meet the consumer where they are.

Or they are Shein and they are literally for everyone.

Brands who want to leverage TikTok must engage in diversified micro trends

So, qui bono? It’s an opportunity for brands that don’t just follow the zeitgeist but tap it on multiple levels. The ones that understand that a trend isn’t just about what’s hot—it’s about who’s listening. And if you’re smart, you’re not just telling one story. You’re telling a dozen, all rooted in the same DNA, but tailored to the aspirations of everyone in the room. And of course the only way to do it is with a clever AI strategy, being able to scale “authentic” content across these trends and segments,recognizing where you can be relevant and where, if we are being honest, you can’t.

Because that’s the real power of the new consumer zeitgeist, in a world where tikTok/fast-fashion/AI meet: it doesn’t just unite people. It gives brands the tools to make everyone feel like the trend was made just for them.

*for all of you playing competitive Scrabble with awkward family members over the holidays, you’re welcome. “Cui bono is a Latin phrase that means "to whom is it a benefit?" or "who benefits?". It's often used to identify suspects or motives in criminal investigations or to understand the motivations behind an action or event”